Advertising & Marketing (Old Spice)

Media language : How the media through their forms, codes, conventions and techniques communicate meaning(s).

Old Spice-

https://www.youtube.com/watch?v=owGykVbfgUE

The representation in this advert is that men should be independent and have their own scent leading to why the slogan is 'smell like a man' as most of the body washes have quite feminine scents in which their aim is to make you smell like a man making you feel powerful. Their message is

We're not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are insinuating it. The beauty appeal of this is that as he is quite a young good looking man, men might buy it to feel like they are him and get the same experience whereas women might buy it for a man to make them try and be like he is. Physique has also been used as in most of the advertisements he has his shirt off which links to him being strong and muscular. This links to the sexual attractiveness as well. In the race aspect he links to being exotic due to the fact that he is mostly at the beach with his top off, he is not really seen to be dangerous whereas Terry Crews when he did it seemed to be, he has quite a bit of dry humour and Terry Crews is more energetic and humourous. There is no factor of pitied. The black stereotypes shown are sports-people, comedians and promiscous/sexual and not criminals, gangsters and musicians.

Mise en Scene-

The arrangement of the scenery, props, etc. on the stage of a theatrical production or on the set of a film.

The setting or surroundings of an event.

This advertisement is from the 1970's and it focuses on the brand Old Spice, it shows the man to be the centre of attention with the women focusing on him, it shows to the customers that this will happen to you if you wear thisaftershave/body wash. The adverts have changed a lot from 1970-2010 with it being the same concept as each other but a different way of presenting it, there is more women see in the earlier adverts whereas in the 2010's it's men voicing the message. It has the same font in both linking to the heritage from the product.

 Celebrity Endorsement- Isaiah Mustafa and Terry Crews, sells the product
Humour- Dry humour with Isaiah Mustafa, but humourous/ more energetic with Terry Crews
Escape- Made from The Bahamas, like an exotic getaway
Unfinished Claim- 'This fact is not fact checked' adds humour, being honest and relatable.

 Logo - The same font and logo, keeping the heritage
Product Image- Being two different sizes, good if you just want to try it, shows variations
Typeface/font style- Two different styles, eye catching.
Shot types and angles- Close up to focus on him and then a long shot to capture the scenery and product.
Composition and rule of thirds- one third is Isaiah Mustafa and the other two thirds is the writing and the product.

 Colour palette- Bright colours and eye catching
Special effects/image manipulation- Editing to create the scenery of the products environment
Location and settings- Made to seem like it's on a beach when in reality it's in a studio, relates to the scent of The Bahamas
Costume and Makeup- His body is covered in sand to blend in with the scenery
Register/mode of address- It is humourous and informal as they are not really taking it seriously to fit in with the message of the product.
Anchorage- We read from left to right so we have put the main image on the left so it is the first you will see, captures attention.
Intertexuality- Relates to audiences from him playing a role in a tv series and being a sports- person relates to more people.



The female gaze is a feminist film theoretical term representing the gaze of the female viewer. It is a response to feminist film theorist Laura Mulvey's term, "the male gaze", which represents not only the gaze of a heterosexual male viewer but also the gaze of the male character and the male creator of the film.






Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for. UGT differs from other media effect theories in that it assumes that individuals have power over their media usage, rather than positioning individuals as passive consumers of media.

It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications.

Personal Identity, Information, Entertainment and Social Interaction


Postmodernism- A late 20th-century style and concept in the arts, architecture, and criticism, which represents a departure from modernism and is characterised by the self-conscious use of earlier styles and conventions, a mixing of different artistic styles and media, and a general distrust of theories.


Viewpoints and ideologies

Old Spice Smell like a man campaign can be seen to reinforce patriarchal ideology.   

The use of Isaiah Mustafa to promote the product and slogan will reinforce the ideological dominance of men within society.

The advert constructs representations that communicate to men and women. The idea that the product if purchased willlead to self fulfilment and men become better men.
The advert draws on common patriarchal stereotypes such as

•- Male dominance - power(body image, facial expression)

•-Black Men (Sports- Comedy)

•- Sexually attractive women

It uses visual codes in media language to appeal to the target audience.
The advert also reinforces ideological assumptions about :

-The appearance of others

-Consumerism

-Individualism

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The representation of masculinity also (arguably) reinforces ethnic stereotypes of the hypersexualised black male within the media.  

Advertising and Marketing

Advertising & Marketing

Media language : How the media through their forms, codes, conventions and techniques communicate meaning(s).

Representations

How the media portray events issues, individuals and social groups

Advertising: Is the process of making a product or service known to the

 market and the target audience.

Marketing: is the process of preparing a product for the marketplace.  Advertising is one of several components used in the marketing strategy.

Adverts as a media form.

Print advertising uses physically printed media and usually appears in magazines, newspapers, billboards or posters.

•Genre conventions of camera, editing, sound and mise en scene.

oHow are these elements used together to construct the media form so that it looks the way it does,

oHow are these elements organised and combined in a certain way to communicate meaning in the set product.

oHow does the genre develop through the use of technical elements

•How does the contents incorporate the viewpoints and ideology of the producer?

•How can multiple meanings be communicated and interpreted by producer and audience. 


 In social psychology, a stereotype is an over-generalized belief about a particular category of people. It is an expectation that people might have about every person of a particular group. The type of expectation can vary; it can be, for example, an expectation about the group's personality, preferences, or ability.


Social context, also called social environment, refers to the settings surrounding individuals, including the culture they live in and groups that they interact with. Social context influences customs, traditions and other socially acceptable standards.
Cultural context looks at the society the characters live in and at how their culture can affect their behaviour and their opportunities. Think about where and when each text is set. Think about the values and attitudes that matter to these characters and about how they formed.

The anchors for this ad is when men see someone attractive or that they like they start to get sweaty and nervous, so this deodrant will help to stop this from happening when they see them.

Complementry Colours are opposite each other whereas analogus colours are next to each other, so they used blue and yellow to stand out and the blue could also link to hydration.

Lucozade Context-
Created 1927 as Glucozade- meant to give energy to the sick
Renamed Lucozade in 1929
1983 rebranded as a sports drink rather than a health drink

TV campaign 'Last Man Standing' launched in Jan 2013 ITV during the FA

Lucozade hydrates and fuels you better than water.

Soft Drinks Adverts-

Preferred or dominant- They agree with the adverts's meaning and buy the product

Negotiated- They accept the message from the advert but may not want to buy the product

Oppositional- They reject the message from the advert and will not buy the product.

An able bodied man would have a dominant reaction of the advert due to the fact that it is relating towards him as most men like football or play it, so if he saw the advert from an professional football player its likely that they will buy it to either improve their perfromance if its within a football player or get it due to the name. The colouring is advertised more to males with the fact that blue is predominantly a masculine colour so it catches their attention to buy the product therefore putting himself in the preferred or dominant section.

A woman would have an negotiated approach to this because even though its not aimed at them some women who play football might use it for the same reason men use it, so even though its aimed at men a woman can still go and buy it and get the same effects, however because there is more men that play football they are using them to advertise it becuase it will have a bigger impact on the sales than it would for if a woman was to advertise it, leading to an idea of partriarchy and bias within sports, putting them in the negotiated section. It also links to the stereotype that men require more physical activity.

A man with a physical disability would have an oppositional approach to this or feel left out and a bit angry in a way because they know that it is not aimed at them but it still hurts them to see it as they might of recently gained an injury that linked to the physical disability from playing that sport previously. This advert is mostly focused on sporting advertising which can't relate to everyone so they generalised it to who it appeals to mostly. They could feel offended by the situation but if they looked up to that person they may not buy it for the sports part of it which includes improving performance.

Essay (Homework)

Explain how the political context in which newspapers are produced, influences their ownership and regulation. Refer to The Guardian and The Daily Mail newspapers you have studied to support your answer.

The difference between The Guardian and The Daily Mail is that the Daily Mail comes under the regulation of IPSO which means that if someone complains about them they are eligible for investigations to take place and that IPSO will take care of these allegations which only two were upheld in the years of 2016 and 2017 whereas The Guardian is included within The Scott Trust which is safeguarding it from political interference and protects the news values, this links to the political context in which how the newspapers are produced and how that influences their ownership and regulation.

The Daily Mail is owned by the IPSO which means that the DMG are required to pay a membership fee and are subject to investigations if complaints are made against them. In 2006 under the editorship of Martin Clarke and general management of James Bromley it became a separately managed site. Circulation figures according to the Audit Bureau of Circulations in November 2017 show gross daily sales of 1,383,932 for the Daily Mail. According to a December 2004 survey, 53% of Daily Mail readers voted for the Conservative Party, compared to 21% for Labour and 17% for the Liberal Democrats. Mail Online features a broad mixture of international news, and carries mainly UK-focused coverage of sport, personal finance, travel, celebrity news, science and lifestyle editorial. As of September 2014, it employs 615 people, including 406 editorial staff. These create over 750 articles per day. The editorial stance of which broadly reflects that of the Daily Mail, being to the right wing of mainstream British politics and typically supporting the UK Conservative Party. Mail Online articles tend to be dominated by pictures rather than long-form journalism. Whether it’s the Sun, the Telegraph, the Times, the Daily Mail or the Daily Express, that means promoting the partisan interests of the Conservative party. Political consensus established by Thatcherism: deregulation, privatisation, low taxes on the rich and weak trade unions. It has traditionally defined what is politically acceptable and palatable in Britain, and ignored, demonised and humiliated individuals and movements which challenge this consensus which is linked to bring part of IPSO which helps the certain newspapers in situations against complaints. The Daily Mail is in favour of regulation with statutory independent oversight – as long as it applies to others. As someone bought it they own 705 of newspaper meaning some will have the same view as each other because they are all under the same ownership with the same regulation as well.

Initially known as the Manchester Guardian and founded in 1821.Today’s Guardian News and Media ltd is one of the UK’s leading Media organisations .Although the U Gov survey places them as left of centre they state that their journalism does not have commercial or political interference.  The Guardian Media Group includes the Guardian and Observer newspapers and theguardian.com.The Scott Trust owns the GMG, its aim is to secure the papers independence and ensure that no single owner can buy or control the paper.   The Trust’s purpose is to safeguard the Guardian from political interference Protect the Guardian’s news values of honest, fair, liberal investigative journalism. Historically, The Guardian first received financial support from middle class radicals. Until recently the traditional newspaper model of acquiring revenue from circulation sales and advertising has been the main source of funding. In 2016 the GMG established a new business plan to address the economic losses associated with the decline in print circulation and loss in revenue. The aimed to: Enhance operating efficiency Reduce costs by 20% secure new growth opportunities for the GMG as a global organisation, Adapt to changes in the advertising market.  The views of this newspaper is left wing leading to the ownership and mind-set is different between both newspapers. The Scott trust has the influence on ownership

Glossary Page

Glossary-

Production-the process of making a media product. Every industry has its own forms of production.


Circulation- a count of how many copies of a media product are distributed. This can include physical distribution and subscription.
Distribution- the process of making a media product available to audiences so that they can consume it, which includes aspects of marketing such as creating an advertising campaign.

Media Barons-wealthy owners/proprietors

Proliferation-
Philanthropy
Political Agenda
IPSO/IMPRESS
Socio demographic models
Web 2.0

Digital convergence

Soft news- Soft news is defined as information that is primarily entertaining or personally useful. Soft news is often compared to hard news, which John Zaller defines as the "coverage of breaking events involving top leaders, major issues, or significant disruptions in the routines of daily life."

Hard news-Hard new generally refers to up-to-the-minute news and events that are reported immediately, while soft news is background information or human-interest stories. Politics, war, economics and crime used to be considered hard news, while arts, entertainment and lifestyles were considered soft news.

Ownership-

Ownership refers to who financially supports and produces the paper.  Newspaper owners may acquire more than one brand (consolidation) which helps the owner target different audiences, gaining a larger market share.


Print News Audience:

An audience can be defined as a group of people or the market that a product or message is aimed at

Psychometric is another way of categorising audiences.  One way is to use VAL’s  typology which consists of
•Values
•Attitudes
•Lifestyle or behaviour


•Target Audience:  a specific group of people targeted by the newspaper made of different demographics and psychometric


•Mass Audience: a very large audience including a large a wide range of people made of different demographics and psychometric.  Print traditionally attracts a mass audience


•Niche audience: a small select group who have a unique interest.

Advertising: Is the process of making a product or service known to the market and the target audience.

Marketing: is the process of preparing a product for the marketplace.  Advertising is one of several components used in the marketing strategy.

Digitally convergent media: Video games consoles are an excellent example of a digitally convergent device, you can not only play games but access social media, surf the internet, stream films and TV content and upload content into cloud based servers. Cross-media content helps maximise profits and also improve reach to new customers. 

Production: This refers to all phases of designing, developing and making the media product;. 

Distribution: This refers to all processes linked to delivering the media product to audiences both through tangible (disc) and digital (Cloud based) media. 


Consumption: Explores the way in which the media text is used by audiences for pleasure but also explores the rise of user generated content across several platforms.